Light Relief
Capturing passers-by with imaginative outdoor advertising

In 'low-interest' categories, one of the greatest challenges is to create drama and excitement around the brand. Sometimes the pressure is so great that brand managers resort to gimmicks and 'events' that actually harm the brand. The key to success is to identify activities that will create news and strengthen the brand too.

See how Heinz achieved just that with some innovative outdoor advertising…

He ate the whole billboard! With nothing to help him except Heinz! A fantastic way to dramatize the message, creating word-of-mouth and publicity for the brand.